The tourism body’s latest campaign, dubbed ‘It’s Time’, was launched at an exclusive preview event held at Mojo, Luke Mangan’s newest venture in Sydney. Adventurer and travel blogger, Tim Charody led the evening, which was attended by close to 100 media and travel industry trade partners.
An integrated multi-platform strategy, the campaign highlights that with its combination of excellent exchange rate, great value-for-money packages and an array of experiences on offer from adventure and cultural enrichment, to world-class culinary delights and luxury; South Africa is the first pick for Aussies looking to tick visiting the ultimate holiday destination off their Bucket Lists.
“The campaign taps into insight from people who have holidayed in our beloved country and first hand experiences from four Aussie friends who recently travelled throughout South Africa,” said Ms. Lalie Ngozi, South African Tourism General Manager, Australasia.“Travellers including Australians are always looking for something different, they are looking for awesome experiences and unique stories to share. We are highlighting that there’s no better place to do this and to discover everything about what the Rainbow Nation has to offer.”
“Since returning, the girls have already planned their next trip which only highlights the love affair Aussies experience from the very first moment they arrive in our country. It’s reassuring for these young, carefree women to return and speak of how easy it was to experience everything on offer. They even describe Cape Town and Johannesburg offering similar lifestyles to that of Sydney and Melbourne,” said Ms. Ngozi.Earlier this year, these lucky friends embarked on a trip of a lifetime to South Africa after being selected as the faces of the campaign. From over 100 applications, Roxanne Vitalone, Janna Zeglis, Mikaila Faber and Melleesa Zeglis were selected and filmed enjoying many experiences in South Africa, including cage diving with Great White sharks, discovering the winelands of the Western Cape and the bright lights of Johannesburg.
As an extension of South African Tourism’s initial Bucket List campaign, which was launched in November last year, this new phase focuses on motivating Aussies to make a change and book South Africa as their next holiday.
“Not many countries can offer a beer for under $2 or boast that one of their renowned cities, Cape Town, is the most affordable destination across the globe for Australian travellers, as announced earlier this year in TripAdvisor’s TripIndex Room Service 2013,” concluded Ms. Ngozi.
Not only were guests treated to the Rainbow Nation’s famous food, wine and Lize, one of South Africa's most popular multi-lingual, chart topping singer/songwriters, and fellow soul singer Franchesca Appolis, but the event was held on July 18, marking Nelson Mandela’s 95th birthday, and a celebration of Mandela Day, which aims to inspire individuals to take action to help change the world for the better; and in doing so build a global movement for good.
In the spirit of Mandela Day and in honour of South Africa's beloved hero, guests donated to Boots For Africa, a not-for-profit organisation that collects pre-loved sneakers, sport, hockey or football boots and delivers them to children and adults across Africa so they no longer need to play their favourite sport barefoot.
The campaign will feature across TV, cinema, digital and print as well as on the tourism bodies’ social media and online platforms, and will also be supported by extensive trade partnerships, a major consumer competition and extensive public relations.
To learn more about South Africa, visit http://aublog.southafrica.net, find a great deal at www.southafrica.net or become a fan of South African Tourism’s Facebook page,
To follow the South African Bucket List on Twitter, use #SouthAfricaBucketList